Spar is working with US distributor Congo Brands to give retailers access to Prime energy drinks, The Grocer understands.
The move makes Spar the first symbol group in the convenience channel to stock it.
Five flavours are available in 500ml bottles – Tropical Punch, Ice Pop, Meta Moon, Lemon & Lime, and Blue Raspberry – across CJ Lang, James Hall, AF Blakemore and Appleby Westward.
Spar would not confirm the wsp and rrp, but one AF Blakemore-supplied retailer said the wholesale price for a case of 12 was £17.69 with an rrp of £2.99 per bottle.
The Grocer understands the stock is provided on an allocation basis so it is fairly distributed across the estate.
“Whilst stocks last, it is currently available in participating Spar stores in England, Scotland and Wales, with more Spar stores looking to make the product obtainable over the coming weeks,” said a Spar spokeswoman.
Owner of Spar Y Maes in Pwllheli, Conrad Davies, who was allocated 23 cases of Prime across three of his four stores, said he sold out in two hours. “It’s madness,” he said. “Fair play to Spar for getting it to us.”
Ian Lewis, director of Oxfordshire-based Spar Minster Lovell, said his store sold 270 bottles in five hours.
“We are fully aware of the Prime craze that is hitting the country. For Blakemore to secure an order was incredible, the hype was just what we thought it would be,” Lewis told The Grocer.
Spar said Prime drinks launched in stores with “great implementation” with the use of free standing display units and case stock to fill them.
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